In 2016 Strive worked with Wiggle, the online retailer of cycle, run, swim and triathlon products, to refocus their sponsorship objectives and strategic positioning. In addition, Strive helped Wiggle to gain a deeper understanding of how women’s cycling could be better leveraged to engage current and potential customers.
2017 sees Strive building on that work by developing activation ideas to deliver against the new objectives and strategic positioning, whilst also providing consultancy to help ensure the broader PR and digital activity does the same.
Wiggle, who last year merged with Chain Reaction Cycles, are in their fifth season of sponsoring Wiggle High5 and are founding title partners of the team who next compete at the Tour de Yorkshire on April 29th 2017.
Wiggle’s Head of Brand Marketing, Jo Taylor, said:
“The Wiggle High5 Pro Cycling Team has been our most prominent global brand marketing platform, playing a key part in delivering brand awareness, customer engagement and in supporting our mission to inspire, excite and inform cyclists to help them experience the joy of cycling.”
It is important to us to maximise our key sports sponsorship and understand how and why the fans and customers’ engagement with the Wiggle brand, Wiggle High5 Team and the sport; to actively connect with them and achieve strong return on investment.
We wanted to work with experts who not only share our vision and ethos, but who truly understand cycling and can help us continue to communicate knowledgeably and authentically to a passionate audience, adding value to their love of cycling.
Strive has a strong track record in the cycling world and demonstrates an astute application of cycling and sponsorship expertise to deliver success making them a perfect partner to work with.”
Managing Director of Strive Sponsorship, Malph Minns, said:
“The appointment of Strive by such an established and admired brand as Wiggle, is an endorsement of our extensive cycling knowledge and experience, and ability to apply it to audiences to affect positive change.
We’d also like to think Strive shares some similarities with Wiggle as a business, making our relationship a great fit. Both brands are pioneers in their respective spaces, launching with innovative business models, and culture is vital to our success, with us both employing enthusiasts who are passionate about their chosen discipline.”